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A number of businesses just lined up over two days to ask me questions.

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They range from 200,000 dollars a year to 140 million dollars a year.

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And the crazy thing is is the questions between businesses are so similar that they apply to all of them.

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And we pulled out the best moments that we think will give you the highest ROI in joy.

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Hey Alex, thanks.

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Yeah, you bet.

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So my name is Zach Levine.

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We sell pain management services to New Yorkers.

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Okay.

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Integrated pain.

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So I'm gonna get you to like old people, young people, women, men.

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We have a bunch of avatars right now, which is potentially a problem.

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Brick and mortar.

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Brick and mortar, we're out of network,

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insurance, which is a dime, which we'll get to.

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Sure.

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We do 4.2 in revenue.

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Okay.

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Are you mostly insurance?

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Are you mostly cash?

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Mostly insurance.

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Oh, mostly insurance out of nowhere got it.

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Yeah, 4.2 wants to get to 20.

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Okay, got it.

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We have three offices and don't know exactly how to transition out of the dime business model.

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Obviously our industry is growing.

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Yeah.

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So what business model are you thinking about switching to?

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Cash.

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I have a bunch of friends who are in network and murdering it.

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In network, yeah.

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Do you want to get in network?

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We've just heard it's a grind, you know, it's commoditized down here.

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It is commoditized down here.

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I mean, it's in the race of the bottom, yeah.

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Why do you feel like the way that you have right now is dying from out of network?

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Because reimbursements from payers are declining each year,

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whereas inflation is down here.

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Pause for going on.

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And because the amount of people who have out of network benefits

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is dwindling as well.

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It's mostly just corporate, um, and that's even declining.

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Uh, yeah, they're just getting smarter and they want to push everyone in network.

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So we're getting squeezed administrative burdens through the roof.

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Prior also all this crazy shit.

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So this is a therapy provider who builds insurance.

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He's dealing with an issue that a lot of out of network are dealing with,

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which is that reimbursements, aka what insurance companies pay, providers is going down.

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But inflation and costs are going up.

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And so that's squeezing their margins.

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And for this individual, he was making zero profit.

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And so he felt like he needed to change his model quickly.

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And so basically had two options.

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You're going to go in network, which is you have guaranteed customers,

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but you're getting in a lot of ways like lower quality customers that, you know,

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the government and things like that are paying for.

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Mass market insurance is paying for.

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Or you can go cash cash pay, right?

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Like you can people can just pay privately for whatever you want.

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And so he felt more aligned with the cash payment.

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And so either way though, I think understanding what strategy is required to win

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within each of those paths was kind of the real decision, which is like,

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what problem do you want to solve?

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Do you want to solve the problem of learning how to market and sell customers?

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Because that's what it's like when you are in kind of the cash business.

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Right? And if they've never done that before, then that's a real,

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that's a real beast to get over.

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On the other hand, if you want to be in network,

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then it's going to be a business all that operational efficiency.

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It's going to be a return on capital.

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And basically how efficiently you can step up

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and how low you can keep costs across the business because you have no pricing power,

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right? So it has to all be off of efficiency.

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And so those are basically the two paths that he had.

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And so I wanted to walk him through the kind of the questions to figure out

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which of those he felt more aligned with.

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And it sounded like he definitely wanted to go more the premium cash pay version.

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And so that was kind of the direction that I let him in.

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So you basically see it as like, I could either go in network and then make your entire

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business model around operational efficiency, which is, which is, I mean, I've got

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somebody to murder at doing that.

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So I don't think there's anything wrong with that.

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Or alternatively, you just go premium, be the best, and be, be private, right?

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Be cash by. So the question is, how do you transition it?

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Yeah, yeah, I think we've decided as a team collectively.

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We just don't want to be in network because of the lifestyle.

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No, I get it.

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And who you deal with.

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Yeah, a pain, literally for you, or really, I guess for them.

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So fundamentally, I think you just have to think about this as

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basically starting a business over with resources already.

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You don't really have to think about the service.

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You probably have to think about the packaging itself.

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Like, what's the, what's the grants I'm offer for this?

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And you'll, you'll have a number of, like, you're just going to become a normal business,

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which is just like, you will run advertisements, and you will make offers to people,

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and they will come in, and then they will take their credit card out, and they will buy

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stuff from you. And so it's probably more than it conceptually feels complex more than it

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actually is. And so it's probably a ripping the bandaid off thing, which is that I would just,

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like, so one is, what channel of acquisition are you going to use?

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I'm guessing right now, is it mostly word of mouth?

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Yeah, it's referrals.

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Okay, yeah.

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This is for a long time.

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Yeah, so one is you can start selling existing customers.

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So like, obviously they have what's covered from insurance, but then,

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you know, upselling other packages that'll get your team a little bit used to being like,

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it's okay to pay us. That's from, like, a really tactical level.

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But from an acquisition perspective, you've got content, you've got outreach, and then you've got,

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you've got paid ads, right? And alternatively, you could have affiliates.

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So we have to pick, so of those four things, which ones do you feel like you are better suited?

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So from affiliates, it's like, uh, go to shoot injury attorneys, or like, you want to find the,

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the person that they're going to see prior to hitting you up.

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We just try to bunch of that, and the issue there is that they want to send in network,

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or if you're injury attorneys to workers' cop cases, which don't pay very well.

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Okay, so you don't want to go from that perspective.

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So you don't want to do affiliates content, probably, in my opinion, probably isn't the,

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the best way. So then you have outreach, and you've got paid ads.

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I'm going to bet paid ads is going to be your better bet, since it's local, it's pretty straightforward.

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Operationally, it's not complex. Like running paid ads in local areas, like, pretty easy.

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You drop a pen. You do it.

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We do say we need more, like, so obviously we have a bunch of different types of avatars.

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So like really now, like, what, how do you say going about?

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You're probably going to end up finding that you have one to three offers that actually convert,

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and then the remainder of your business will be upselling and cross-selling when they walk in

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the door. Since instead of thinking about your businesses having like, you know, we have 15

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services, we advertise all 15, you're going to have one to three that convert really

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profitably on the front end, and then the remainder of your business is cross-selling and upselling.

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So it's like, you're going to have the most efficient door into your business,

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and then you'll end up just cross-selling and upselling people and retaining people from, from

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there. And so like, in terms of next steps, it's you need to record an actual ad for an offer,

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and then put it on Meta, and then drop a pen on the map, and do a 10 mile radius, hopefully,

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all three are close together, and you'll run the ad. That'll then go to either a CRM, or if you're

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low-tech, you can just go to a Google Sheets, and then you can have your front desk call them within

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60 seconds, and then if they don't pick up, call them again, and get them booked. Because your time

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is valuable, you'll probably want to consider running some sort of highly discounted assessment

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on the front end. So that'd be like a $200. Yeah, X-ray, or something like that, that they can get

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for 19 or 20. You don't care about that. You just want to credit card on file, so that when they walk

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in the door, you have two things. One is that, when they walk in the door, well, one, you want them

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to walk in the door because they paid, two, you can charge a no-show fee if you want to. But typically,

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if you're getting even a low-ticket amount, you'll be in the 70-80% show rate, so you won't waste

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practice your time. Over the phone. Yeah, and just for the discount offer,

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knowing they come in the door, you'll do the assessment, and then after the assessment, you don't

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treat them, you'll do the sale appointment then. You sell at a point of greatest need, not

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a point of greatest satisfaction. So at that point is when you'll make the offer, and then you'll

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be like, hey, awesome, do you want to use the card we have on file, because you already have it on

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file, because you got it earlier, it makes a much smoother sale. So the issue he's dealing with,

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he's at, he's at optimized state. She's 20 to 49 in terms of his head count. And the issue,

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number one that he has is that he can't hire higher level talent because they expect full

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compensation, and he basically has very little cash to bring in the talent that he needs. So that's

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number one issue that he's dealing with. He's spending money to grow, but he's not growing,

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money's missing, and so that's an issue that he's dealing with in finance. Because he has so

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many kind of products and services, the improvement between those things has gone down, and ads are

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convert basically, he doesn't have any real ads or real way of getting customers in, and the costs

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are going up, right? And so these are the issues he's dealing with, which is really common at this

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stage. Now let's look at what he has to probably do in order to improve it. And so he has to create

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customer segmentation by cohort and activation process, and then install sales training for his

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team so that he can start segmenting people and upselling them down a customer journey path.

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Instead of marketing all of these different products, he basically needs to make one or two

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or three entrance points in the business, then across sell and upsell all of these additional

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services that might not convert as well in the front end, but work very well for continuity or

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for upsells and downsells or even high ticket upsells on the back end. And so he basically has to

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shift his perspective from somebody who builds insurance that's just like whatever they take off

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the menu, because insurance encourages people to be like, here's all the different services,

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and this is what we pay for them, and so people just try and offer lots of stuff.

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Once you have a cash business, it's all about efficiency of acquisition. You're trying to acquire

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customers as profitably as possible, and then ascend them to the highest LTV. And so this is

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basically what he has to build is the sales system, the ad assembly process to increase the volume

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of people coming in, segment the customers, and then learn to head hunt higher level roles when

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the increase is the cash flow. Got it. That's what you have to do. You have to learn how to

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acquire customers that are cash-based, and so that means that you have to run ads and you have

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to sell shit. What would you do if you were saying from a strategy standpoint, we have the current

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business that's doing 4.2 million in revenue? You're going to keep that business, so all of your

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discretionary resources are going to go towards this if you want to build a bridge to tomorrow.

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Yeah, should we do any of the more on the things that are still working within out of network,

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like it's really just that we have limited resources, how much should we spend on each?

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What's profit? We're basically at zero. Oh shit. Yeah. It's part of the problem.

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We waited, yeah. No, you're good. Yeah, I understand, because you can't control how you're reimbursed.

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No, but we can remove the lowest reimbursing patients, which is like removed Medicare,

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then we can lower our cost structure, we can go that route. I think that would probably be

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the first thing that I would do, because you want to free up cash flow. So yeah, you use this

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resources in terms of time and money to build the bridge. Do you make sounds? Yeah, thanks a lot,

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Alex. Yeah, you bet. So all of these things are on the graduate list at this stage, and that's

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because businesses behave in patterns. By the way, as a free gift for you, if you like the

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scaling roadmap and would like to know where you're at, you can go to acquisition.com forward slash

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roadmap and plug in information and it'll spit it out for you exactly where you're at. Don't worry,

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it's absolutely free. So go enjoy it. If you want my team's actual help on the thank you page,

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you can schedule a call, and we'll see if we can help you out. Yeah, Alex, my name is Henry. I

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sell education. I teach people how to fix and flip mainly the Hispanic market. So it's only in

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Spanish. We did 1.3 mil last year, second year in business, and we want to do 3 million this year.

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So with the more better new right right now, we only do two events a year, big events, 600 people,

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and we upsell to a high ticket 12,000, right? And we convert 20% of the room more to us. So

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that 80% that went to that room never sees me again, I never sell them anything again. And while

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that 20% they bought my high ticket, the mentorship is a year. And after that, I don't sell them anything

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ever again. Okay. So more better, do I just do more of these events and like never ending looking

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for new customers for the rest of my life? Well, you're good. You're in education. Yeah.

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And education graduates people. Yeah. That's how education works. So if you look at the education

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system overall, the way to create continuity and education is just always have something else to learn

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or to teach. I like first year, now you're an undergrad, now you're a graduate student, now you have

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a master's and then there's a PhD and you get a second PhD. Well, you just keep, you know, people

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will just become endless students. And so do you want to sell the business eventually or do you just

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want to make money? Make money. I mean, we're not. No, it's fine. No, I prefer the truth. Yeah, I

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mean, the easiest thing to do is just double the amount of engineering. Either just do, you can either

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go one a quarter or you can do two at 1,200. And would you travel or just stay in where I'm at in

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Miami? Is that where you run them now? In Miami? Yeah, I would do east coast west coast. Yeah, maybe

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Texas or something. Yeah. Okay. So Henry is at the productized stage and the issue that he's

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dealing with is that customers have nothing else to buy and churn literally right there. First line

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and he says it himself. All right. And so in order to graduate, he has to connect his customer

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success to product and then make something new to sell them, which is the back end. So I recommended

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he follow exactly that advice and create either a higher level thing or if you want to build out

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a continuity that actually sticks, maybe consider downselling something that's maybe a cheaper

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annual fee for continued access to some of his services and events. But the big picture though

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was what does he want to do? Now if he just said I want to sell this company, then we have to create

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some sort of revenue retention so that it becomes valuable. But for him, he was like, I just want to

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make more money. And so then the obvious answer is like cool, then just do way more. And so instead

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of just having the two events on one side of the US, put two events on the other side. Just like

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that, you can double the business with really no operational risk whatsoever. I mean, you have a

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really simple solution. Just run the same playbook more times. If you were like, I want to build a

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more valuable business, then I would say take the year to figure out revenue retention, which is how do

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I get these people who pay me $12,000 to pay me another $12,000 or pay me $30,000 next year. Or even

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downsell them to something that's $5,000 a year, but they stay. Right. I'm focused on retaining that

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top tier that paid me that high ticket. Yeah, but I think considering for the model that you have

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downselling the upsell, I actually like a lot. So if they paid you $12, maybe they'll stay for

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three or three to five just to have access to the network and some of your vendors and the stuff

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that you kind of like provide. And I think that's something that people would be far more likely to

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stick with. And so then you can basically think about your business as from a zooming all the way

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out perspective is that the $12,000 is actually like an offset cack, which is like you could break even

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on the $12,000 if you know that someone gets it into a $3,000 membership that's pretty much all

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margin that doesn't leave. So it's like that allows you to spend way more than your competition

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because they need to make money on the 12. You can break even on the 12. And then you just have

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this stack of $3,000 bills that just keeps stacking up. That's like low effort to maintain. Got it.

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Makes sense? Yeah, it's good. But yeah, the nice things that you're honest about just wanting to

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make more money makes this a lot easier. Yeah. Yeah. Yeah. Don't say I want to make an impact.

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So big picture, he's an education business and education businesses graduate customers because

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they teach you. I mean, if you do a good job, you graduate. That's kind of how school works, right?

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And so the real continuity in education is just more education, right? Look at college. Then you

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have a master's. Then you have a PhD and they even double PhD. And then you're just crazy. Who knows?

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All right. So the point here though is that he could try and build a recurring revenue stream from

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this business. But in all likelihood, his goal was just to make more money. And so why add complexity

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if that's not his goal? So I was like, cool, just run more events and do them in different areas

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so you track different customers. Hey Alex, thanks for everything that you've done. I'm James,

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I sell custom branch railings to homeowners. We did 420 or so last year. I was, I've read 10X

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is greater than two X. And so last night it was coming to me again. Like, do I really just want

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to double or do I want to try to 10X? And so what I want to try to do is to develop a network of

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products, specifiers, architects, designers, contractors that can act kind of like a referral network.

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I want to shift away from the minors and to focus more on whales. We had one client last year,

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about $50,000 worth of handrails. And if I could get 10 of those in a year, then I would double

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revenue just with 10 clients. So kind of what are my best strategies to go about achieving that?

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So where did you source the single whale this year? He found me. It's all inbound. It's all

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through search. Okay, so SEL or PBC? SEL. Okay. I just started Facebook ads about three or four

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weeks ago. They're going pretty good, qualified about half of the lead so far. So I would,

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so if you want to go whale hunting, then I think your initial thought strategy of finding the

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architectural firms and engineering firms and whatnot is a good one. I would probably try the

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outreach method as my primary way, because you can be hyper targeted in terms of who you're

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reaching out to. And the key to making it work, though, is like, what's in it for them to refer

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you business? Are you asking me that? That's an excellent question. Okay. So architects will

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typically in a plan, like if they make a set of plans, they'll specify what kind of tiles to use

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and what kind of windows to use, et cetera. So I've we've gotten plans in the past, where it's like

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it's got the pictures from the website with the CAD drawings and everything on the plans. And so

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it's like how to persuade them to do that, kind of in absentia. And I should also note that we

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ship nationwide. So this is not like, you know, a hyper little one. Are you shipping or are you

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doing installs or no? No, we haven't done any. You just actually shipped product. Interesting.

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Got it. Then who are the decision makers? Well, right now it's been primarily residential

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as when it sounds right. It's primarily homeowners. We've done some commercial work, you know,

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but it's primarily homeowners who are, you know, looking for something different. And so it's very,

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what I call intentional inbound search. It's like they're looking for something. They are deliberately

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searching it out. They find it, you know, we have a lead magnet, kind of, which is like 250.

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So yeah, it says it's SEO and I, you know, yeah. Well, this is a fundamental change in business

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strategy. So you're aware of that. So with that comes risk. Because the highest risk of just return

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move or lowest risk, I guess, is probably adding, like if I were like tomorrow, what would I do? I

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probably just add PPC in right now because you already have something that's working on SEO. I would

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probably see how can I get way more articles written so that my SEO traffic can go up. Can I

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tackle more, you know, more keywords? That's like the for sure will work and make you more money

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play. The going after whales for sure can make more money because why not add zeros to things.

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It'll just be a completely different sale and you'll have two levels of sales. So sale number one

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is going to be for the affiliates and then figuring out what's going to make it worth it for them.

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And then the second level is what's, you know, what's the actual sale to the whale customer?

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So what James has is he's using affiliates to get customers, which is this is inside of the

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leads book. All right. And so affiliates are businesses that have your customers that market and sell

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your stuff to them. All right. And so fundamentally, I walked James through the three different ways

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that I have found that work best for affiliates. So who's the decision maker with the whales?

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Like the final decision maker? It's going to be the homeowner, whoever's doing the project.

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So you just want bigger homeowners? The architects have the ability to specify it and to put it

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in front of the client. So like we also did another one, which was about 60,000 for a guy that was

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doing a development of Airbnb's in Virginia. He put up like six-year kind of things. Yeah.

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And, you know, so I had two very big. So both of them were architects that sent you these.

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The one was an architect and the other was a construction company. Okay. Yeah. So you're going to have

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to go B2B outreach is basically when you look at core four. That's going to be your what you're

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going to do. And then they're going to be your affiliates. And so the the million dollar question

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is what's in it for them? So my my proposition would be so there's three ways you can do affiliates,

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at least it, you know, in the world of Alex. So you have they sell you shit for you and they get a

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commission. That's option one. That's typically my least favorite option, but it is an option. Option two

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is that you give them some morsel of something that you sell that they can sell for a 100% markup.

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They could keep all the money, but you get the introduction. This is my favorite way of doing it.

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The third way is that you allow them to just bundle in your free thing with their services.

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Now with architecture firms, they're not like they're going to bundle in a railing.

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For their service, but just for everybody else, like those are the three things. So it's like

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they bundle your basically your lead magnet in for free with their thing they sell. So it makes

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it enhances the value of their overall package. You give them the things that they can upsell your

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lead magnet for an amount of money that they can keep 100% of, or they just sell your stuff and they

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get a kickback. Is there a version for this where they can just upcharge? Like you can do a small

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portion of this that they get 100% of? 100% like I don't think so. Like maybe some kind of contractors

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are architect discount. We want them to be stupid to say no.

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Yeah, because like the generic like you get 20% kickback is just like everyone does it. Like

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who here does 20% kickbacks for anybody who refers to business? You can raise your hand. I'm not

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going to be upset. Okay. And so the point is is that, and you probably no one here has referred

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to anyone else's business, and it's because no one cares. That's kind of the point. And so

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it has to be an irresistible offer. And so if we give away the lead magnet or something,

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think about it as like my hack for a $50,000 customer is the cost of the lead magnet. And if I

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close one out of three introductions, then it's three X the cost of lead magnet is my cost to a

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higher customer, which is usually pretty darn good. So what I outlined with James is right here on

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page 237 is that there's three ways you can integrate your product into their offer. Basically

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we're getting an affiliate to sell your stuff. And so I order these from easiest or hardest. So

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first, you can give away your lead magnet with every purchase. So they just give away your stuff

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for free in order to get to get leads, right? So they'll sell their product with your lead magnet

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or they'll just give your lead magnet away. But either way, you're not making anything from it,

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there's going to give it away. Second is that you can get them to sell your lead magnet separately

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to their audience, which is my preference, right? You give away something that has hard cost or

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real cost. And you let them sell it for whatever. And then the cost to you is just the cost of

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delivering the thing, right? And so if I had a marker business, right? I might say I will let you

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sell one of my markers and let's say my marker costs me 50 cents for whatever you want to charge

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for it. And they're like, I can sell this marker for $5. I mean, they're cool. You sell it for $5.

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But I now have a contact of somebody who bought these markers and I might call them up and say,

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hey, you've got blue. Do you want red and do you want green and do you want black? And all of these

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are $5. Now, my hard cost is just the 50 cents it cost me to deliver the marker. And so the question

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is, what percentage of customers do buy a blue marker by the other three? And so if I found out one

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out of two customers who buy a marker at 50 cents and to buying these, then my cost to acquire

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a customer through affiliates is 50 cents times two. So the cost of delivering my lead magnet

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is the actual cost. And here's the crazy part. If they go make zillions of dollars selling your

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thing, great. It means that you're going to make even more money upselling your stuff.

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And so a lot of people get very greedy about what other people are making off of their stuff.

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Just focus on the money you're making, whether the deal makes sense for you. That's one of the

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piece of advice that Layla actually taught me. She said, never count the other guys' money.

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And it's a really good piece of advice and I'll pass it on to you. But it sounds like a

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near-assistible offer to the architecture firm because they're like, we can just sell this and

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keep 100% like, yep, just make the introduction and I'll deliver that. And then when you talk to

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the customer, you're like, yeah, I'll deliver that. Here's one rail. But you need 10 more.

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And then you make the sale. Does that make sense?

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I'm not entirely sure. People would order the entire project. So it's not like you can just,

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like I can't just ship you a sample and be like, hey, look, here's a-

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Yeah, then you're going to have to do the commission based structure, which is not my favorite. But

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that's probably the way you're going to have to do it. So either you can do the discount, I mean,

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I would say guys, I have 20% that I can play with here. So you can take all 20 and give them no

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discount. You can take a 10% discount and then they get and then you get 10% kickback. Like,

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this is what I got. I'll make it work whatever you want. But this is my bear bottom price.

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And I think that's what- like, that's the op-on strategy. So should I then in turn raise prices

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for direct to consumer? Yeah, I love that. Okay. Thank you. Yeah, I love that for you.

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The reason I like that second offer because I think it's very compelling. Now, obviously,

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the third way you can do it is just get them to sell your offer and then have some sort of kickback.

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Obviously, many companies do this. It has to be very compelling because almost every business I

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know is like, yeah, I give 20% at least in services. Every business I know gives 20% kickbacks for

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anybody who refers business their way. It's like, yeah, but no one does anything with that. And so

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it has to be enough that would really change someone's behavior. So think about like this is that

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the offer has to be good enough that it changes what they do with their business. If it doesn't

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change what they do, the offer wasn't compelling enough or you made it too hard. So it's either

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make the thing better or make it easier for them. My name is Cody. I sell roofs of people. We

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did 140 million last year trying to do 250 million this year. Trying to figure out how to fall

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the principle of giving away more guarantees and bonuses when I have such high hard cost and such a

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high ticket item. Yeah. Well, what are gross margins right now? 40%. Gross. What's that? 10 to 15.

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Okay. Got it. Do you want to sell it or do you just want to keep it forever? Well, I actually just

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sold my roofing business and now we're part of a PE firm that now I'm directing that entire

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offer. So are you the platform? Yes. Okay. So you're the platform and how many tokens have they

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done? Eight. Got it. How long has it been since they started? About three, four years. I just got

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acquired 30 days or we just closed 30 days ago and now they're trying to roll everything into

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my brand and yeah. Got it. Okay. So sorry. Go back to the original question. Can I have

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like better context on this? So how do I give a you know, fall the principle of give away more

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value. Make the offer so good. It's yeah, you got to feel dumb saying no. When I've such high

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hard costs, I you know, I can't really do a money back guarantee. I can't really give away more

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than a roof. Well, the question is is that the constraint? Like is that the thing that's limiting

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the growth of the business? In my theory, yes, because if I create a good enough offer, then

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I could roll that offer out to the other eight other brands and that would be the biggest

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amount of leverage I could deliver, you know, in the shortest amount of time. And is everyone

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insurance-based? Well, that's why they acquired us because we're retail. And so you're

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the only guy selling just new roofs. Everyone else is doing storm chasing and damage

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repair and so like that. Correct. And what they want us to do is bring the retail model

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to the other brands and add another layer as we sell everything 100% virtually. So no in-home

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appointments, it's all, you know, digital. So that's what they that's the vision is taking that

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your nationwide. Centralized sales virtually. Correct. So you want an irresistible roof offer.

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The greater the change, the greater the risk that the change doesn't yield the outcome that you

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want in the business. And so fundamentally, you're always making a bet that you're going to get a

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higher return off of incurring the cost of change than it cost you to do the change, right?

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And so in this instance, he is now, you know, 30 days in or 60 days post acquisition

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of his roofing company getting bought with seven other roofing companies and for them to

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try and combine them. And he's the one who's supposed to like lead the effort of combining all

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the stuff. And so the idea of like, let's change the offer. The offer is one of the highest

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leveraged things you can change, but it also affects every department. It changes how you bill,

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it changes how you sell, changes how you advertise, it changes everything, right? Which is why it

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can change the business overnight, but it can also destroy a business overnight. And so when I see

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a business set in aggregate between those eight has 140 million dollars in revenue and 30-ish

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million dollars in EBITDA, you're talking about a business that's got probably 300 to 400 million

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dollars enterprise value. I would be very hesitant to immediately change something that's obviously

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working. And so there's lesser degrees of change that have higher likelihoods of working that

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could still materially impact the business in terms of increasing the likelihood that it exits,

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right? And fundamentally, I'm guessing that's what he wants to get his slice from. Centralizing

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the sales would allow them to decrease costs because they could not have guys on the road. It's

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just cheaper to do it. It's also easier to hire salespeople or remote. All of these kind of

397
00:27:47.680 --> 00:27:52.160
downstream cost savings. The other benefit is that when you hire remotely, you have access to a

398
00:27:52.160 --> 00:27:57.600
bigger pool so you can get better salespeople at lower prices who close more deals and they could cut

399
00:27:57.600 --> 00:28:02.960
down all the real big costs for this business is salespeople are unproductive. All right, so

400
00:28:02.960 --> 00:28:09.120
people who are they're losing leads on people who can't close. And so by reducing costs, increasing

401
00:28:09.120 --> 00:28:13.840
talent and increasing sales utilization, all three of those things reduce costs and increase

402
00:28:13.840 --> 00:28:18.960
revenue, which could disproportionately drive EBITDA, which is what that company is being valued on.

403
00:28:18.960 --> 00:28:23.200
And so when I look at that, I'm like, this is a change that you have to do in order to sell the

404
00:28:23.200 --> 00:28:30.400
company and will result in revenue and EBITDA growth. And so let's do this massive change first

405
00:28:30.400 --> 00:28:34.640
before risking the biscuit, right? Because we might just found out that just from doing that,

406
00:28:34.640 --> 00:28:39.280
we get a 25% increase in EBITDA. And that might be enough. Just bringing everything together plus

407
00:28:39.280 --> 00:28:43.840
adding the 25%. You're like, you might be right as rain. And at that point, why risk it?

408
00:28:43.840 --> 00:28:47.680
I feel like if I were in your position, the first thing that I would do would be centralize

409
00:28:47.680 --> 00:28:52.800
everything first without trying to change. Basically, I would take the model that I already know works

410
00:28:52.800 --> 00:28:56.880
is what was your revenue before you did the before you were applying? Okay, you're doing 20.

411
00:28:56.880 --> 00:29:00.560
So I would like in terms of introducing levels of change. So this is actually a pretty good for

412
00:29:00.560 --> 00:29:06.480
everybody. I will typically not try and change like five things at once. And so you centralizing

413
00:29:06.480 --> 00:29:10.640
all sales is going to get cost efficiency improvements and you're going to be able to have

414
00:29:11.280 --> 00:29:15.680
higher sales utilization. So you probably cut off the bottom third of the sales force that's

415
00:29:15.680 --> 00:29:21.280
low performing. That alone might give you a 25% lift in general because the best sales guys will

416
00:29:21.280 --> 00:29:25.520
take more of the sales and you'll have centralized all the costs like we have centralized all the

417
00:29:25.520 --> 00:29:30.800
costs. And so you'll have an increase in revenue and a decrease in cost that's paired. That would

418
00:29:30.800 --> 00:29:34.880
probably be my first step. That was part of that acquisition. That's the only way I did that

419
00:29:34.880 --> 00:29:38.960
position is if they were going to give me full control and centralized sales. So I mean,

420
00:29:39.920 --> 00:29:43.680
I know the question is about roofing but that's what I would do first and that will probably take

421
00:29:43.680 --> 00:29:52.400
you six months or more realistically. In terms of the offer to roofs, an offer that's worked

422
00:29:52.400 --> 00:29:58.800
really well in home services is instead of being a money back guarantee, I position as a profit

423
00:29:58.800 --> 00:30:04.560
guarantee. So it's like listen, you want your thing to be on time and on budget probably. And so I

424
00:30:04.560 --> 00:30:08.720
guarantee that I will deliver it on time and on budget or I'll give you my profit, which is 20%

425
00:30:09.440 --> 00:30:14.240
whatever. And that way it's like you're not underwater and you still have 40% gross margins so you're

426
00:30:14.240 --> 00:30:19.840
not really losing on the deal. But then people are like, okay, so he's got skin in the game. And so

427
00:30:19.840 --> 00:30:25.760
that's a way of closing significantly more deals because the two biggest obstacles that well,

428
00:30:25.760 --> 00:30:30.000
you would know this. But in most home services, it's on time on budget and probably for roofs,

429
00:30:30.000 --> 00:30:33.520
it's like, and how much am I going to be displaced? How much is going to interrupt my life? And so

430
00:30:33.520 --> 00:30:38.560
I would put my guarantee around those items and then just have a marginal amount that's back. But

431
00:30:38.560 --> 00:30:42.880
it's really just because all they don't, so the big thing which is right with guarantees is that

432
00:30:42.880 --> 00:30:46.640
people don't want their money back. They want the roof. And so they just want to know that you

433
00:30:46.640 --> 00:30:51.200
care enough to make sure the roof gets delivered. And so that's really the solve for the guarantees.

434
00:30:51.200 --> 00:30:55.520
It just pays down risk of them not getting what they want. And so as long as that gets accomplished,

435
00:30:55.520 --> 00:30:58.800
you don't have to do with money back. You can just do it with some money back that gets them to say,

436
00:30:58.800 --> 00:31:04.320
yes. Is that how it does make it perfect? So you wanted to better offer, despite all of those

437
00:31:04.320 --> 00:31:08.720
improvements. And I was like, okay, I think I can, I can think of something for you. So if you,

438
00:31:08.720 --> 00:31:13.280
if you look inside the offers book, page 125, I talk about guarantees. And so this is the

439
00:31:13.280 --> 00:31:16.640
guarantee formula. So whenever you're thinking about adding a guarantee, like this is what I think

440
00:31:16.640 --> 00:31:23.440
through. So if you don't X in Y time, we will z. Like that is fundamentally what a guarantee is.

441
00:31:23.440 --> 00:31:27.680
And most people, I would see a lot of times people just say, I guarantee it. But that doesn't mean

442
00:31:27.680 --> 00:31:31.840
anything. You have to say what the terms of the guarantee are on a timely. What do I get if you

443
00:31:31.840 --> 00:31:35.840
don't perform, right? And so with this business, and some people is like, well, I can't give a

444
00:31:35.840 --> 00:31:40.080
money back guarantee because I would just lose too much money, understandable. Now, if you have

445
00:31:40.240 --> 00:31:43.280
hard costs like he does, then what we can do is we can just give something else. We need

446
00:31:43.280 --> 00:31:47.440
there a lesser portion of money. We can give something else for free. And so the guarantee is a

447
00:31:47.440 --> 00:31:53.040
consideration. It's what are we going to do to show you that we're just as invested as you

448
00:31:53.040 --> 00:31:58.320
in the outcome being positive, right? And so we basically, we shift some of the risk from the

449
00:31:58.320 --> 00:32:02.480
customer on to us. And this is, this is all you're doing as a business when you're doing guarantees.

450
00:32:02.480 --> 00:32:05.840
They take some risk of buying and you're saying, no, I'm going to take some of that risk. And so

451
00:32:05.840 --> 00:32:10.720
sure, you can take 100% but in this, in this situation, you'd be taking like 200% of the risk.

452
00:32:10.720 --> 00:32:15.520
Basically, you'd be losing money, right? And so the idea is, again, you can add stuff. So,

453
00:32:15.520 --> 00:32:19.600
hey, if you don't get what you want, I can add things, which is like, hey, if you don't hit your

454
00:32:19.600 --> 00:32:24.800
goal, I'll add more time, which does work as a sales tool. Sometimes though, in the actual,

455
00:32:24.800 --> 00:32:27.920
in the real world, if someone's not getting a result, they're like, I don't want me more from you,

456
00:32:27.920 --> 00:32:33.360
I hate you, right? And so it does still work as a sale, but it's one of those like mid, right?

457
00:32:33.360 --> 00:32:37.440
Now, alternatively, you can go to the reverse direction, which is take away negative, which is

458
00:32:37.440 --> 00:32:41.200
a discount, right? So, hey, I can't give you all your money back, but I can give you back my

459
00:32:41.200 --> 00:32:45.280
gross profit. I can give it back 20%. I can give you back 10%. These are all things that you can

460
00:32:45.280 --> 00:32:49.840
choose to give back. And the thing is, it just shows that you have skin in the game. And all we have

461
00:32:49.840 --> 00:32:52.880
to think about, this is the point of a guarantee. So I want to make sure I'm very clear here.

462
00:32:52.880 --> 00:32:56.320
The point of a guarantee is not to have the craziest guarantee. The point of a guarantee is to

463
00:32:56.320 --> 00:33:03.120
maximize net conversions. All right. So we just need to increase sales more than we

464
00:33:03.120 --> 00:33:08.640
increase refunds. So proportionally, we net more sales. And if you can just do 10% back,

465
00:33:08.640 --> 00:33:12.960
then that's enough to change behavior. That's the point. Like, if there's no difference between

466
00:33:12.960 --> 00:33:19.040
giving 25% back and giving 100% back in terms of the actual performance of the sale, then give 25.

467
00:33:19.040 --> 00:33:23.360
And so you can move what you're guaranteeing in order to find the sweet spot and figure out what's

468
00:33:23.360 --> 00:33:27.760
actually compelling to your customer. And most times, the things that you want to guarantee

469
00:33:27.760 --> 00:33:31.680
around are their biggest fears. At home services stuff, it's usually made around time and around

470
00:33:31.680 --> 00:33:35.920
a budget, right? Are they getting it done on time? They get it on budget. If it's other services,

471
00:33:35.920 --> 00:33:39.760
it might be different than that. And so you'll know your service is better. But you want to list

472
00:33:39.760 --> 00:33:44.480
out what their biggest fears are and then crush those with the guarantee. Hey, Alex.

473
00:33:44.480 --> 00:33:48.480
Hello. Thank you for the content you create. My name is Manu Fatal. I'm the founder of LFN.

474
00:33:48.480 --> 00:33:52.880
Okay. So basically, we sell tools to creators to help them make more money. And we also simplify

475
00:33:52.880 --> 00:33:57.520
how brands collaborate with creators. Okay. They say tools like software. So software and

476
00:33:57.520 --> 00:34:02.560
service agency tools. So we have a music label, a creator agency for big creators,

477
00:34:02.560 --> 00:34:07.200
and then a platform as well. Okay. So I'm coming to that just in a bit. I know the focus topic.

478
00:34:07.920 --> 00:34:13.040
We made around 4.3 million last year. Okay. And basically, my goal is try to get to 100 million.

479
00:34:13.040 --> 00:34:16.320
What? Now the issue here is. What's the split between the three in terms of revenue?

480
00:34:17.920 --> 00:34:23.520
1 million for the creator agency. Okay. 1.3 million for the music label.

481
00:34:24.480 --> 00:34:29.520
And then the rest is on the brand side. Okay. My issue here is I got 40,000 creators,

482
00:34:29.520 --> 00:34:34.000
but only 1,000 are making money. Right? And I've been kind of struggling between going on a

483
00:34:34.000 --> 00:34:39.040
SaaS model to be able to scale because when I do any social marketing, we get a creator that comes

484
00:34:39.040 --> 00:34:43.680
on board, but they don't make money right away. Uh-huh. So it's not like you're, you know, and the

485
00:34:43.680 --> 00:34:48.480
longer it takes you to recoup your ad spend is not usually a good metric for scalability.

486
00:34:48.480 --> 00:34:53.680
So I'm kind of pivoting. Should I go into a SaaS model where right up, whatever I make from the

487
00:34:53.680 --> 00:34:58.000
creator, I'll just be like, Hey, like just pay me that price and I take 0% from you. And then I

488
00:34:58.000 --> 00:35:02.560
just charge the brands, the commission to collaborate with those creators. This way I can scale

489
00:35:02.560 --> 00:35:08.320
the business in a much faster. See the last part again. So instead of me making percentages from

490
00:35:08.320 --> 00:35:12.320
creators, yeah, I provide them the same tools that a lot of them make make money. Uh-huh. And I

491
00:35:12.320 --> 00:35:17.440
take keep 0%. Okay. But then let's say they have to pay like 20 bucks a month. Sure. But then I

492
00:35:17.440 --> 00:35:21.280
still make my money on the upside on the brand side by connecting them with these creators.

493
00:35:21.280 --> 00:35:25.840
Okay. So switch to a subscription. Switch to a subscription. Yeah. Okay. Um,

494
00:35:27.360 --> 00:35:30.640
because right now, like I have 40,000 creators who signed up, but I'm really making money off

495
00:35:30.640 --> 00:35:36.560
1,000. Right. And it's free to sign up and you only get paid if they get paid. Yeah. So, um,

496
00:35:36.560 --> 00:35:43.840
you're in a prosumer audience. So if you look at like Shopify, for example, um, it's super,

497
00:35:44.320 --> 00:35:47.680
if you look at the amount of people who've tried to build marketplaces, almost all of them fail.

498
00:35:48.400 --> 00:35:54.800
And it's my opinion that the best marketplaces do run a SaaS and then once they get to scale,

499
00:35:54.800 --> 00:36:00.080
they can, they can kind of push more marketplace like Shopify, for example, like it's 29 bucks a

500
00:36:00.080 --> 00:36:04.800
month or whatever it is because they know that the vast majority, like they make more money charging

501
00:36:04.800 --> 00:36:10.480
$29 a month and getting 4% on zero for the vast majority of stores. But people continue to pay for

502
00:36:10.480 --> 00:36:16.240
the hope that someday they will make money. Um, and so I think the idea of switching to SaaS is

503
00:36:16.240 --> 00:36:25.360
not a bad one. Uh, I am concerned about the four businesses that you have. Um, so because in order

504
00:36:25.360 --> 00:36:33.280
to win at SaaS, you have to be like all in on software. And so the alternative to that would be

505
00:36:33.280 --> 00:36:37.920
instead of letting creators come on for free, you would charge them to come on, which you could do,

506
00:36:37.920 --> 00:36:40.800
it has like a one time setup fee and then maybe increase the likelihood that they win.

507
00:36:41.520 --> 00:36:49.280
Either path would work, but if the ultimate goal is that you want to build a network of creators,

508
00:36:49.280 --> 00:36:53.360
then you want to have the lowest barrier possible on the creator side. Um, so I'm still thinking of

509
00:36:53.360 --> 00:36:58.400
a free tier and a paid tier with some minor benefits, but then if you really want to make money,

510
00:36:58.400 --> 00:37:02.800
you got to end up paying subscriptions. Yeah. Yeah, you'll have to play with the feature set because

511
00:37:02.800 --> 00:37:09.280
that's always a, a bitch. It's just the path of least resistance to getting to 100 million.

512
00:37:09.280 --> 00:37:14.560
Yeah. So I think, I think, um, adding the subscription for the base and then still maintaining

513
00:37:14.560 --> 00:37:19.600
the revenue that you get from the, the sponsors makes sense. I would maybe push back slightly

514
00:37:19.600 --> 00:37:24.880
on the hypothesis that they can't convert anything because it dramatically decreases the value of

515
00:37:24.880 --> 00:37:31.920
the network from the sponsor side. What do you mean? Some people will pay for impressions. Yeah.

516
00:37:31.920 --> 00:37:37.680
And so those guys can for sure deliver those. And so maybe there's like two tiers that you can

517
00:37:37.680 --> 00:37:42.000
sell. You have another product on the ad side, are they on the media side? Um, it's just something to

518
00:37:42.000 --> 00:37:48.480
consider. Perfect. Thank you. That's your validate in my thoughts. Oh, good. I'm good. No, I think it

519
00:37:48.480 --> 00:37:52.240
makes sense. Yeah, it's either have to, basically, you have to position as higher ticket and do premium

520
00:37:52.240 --> 00:37:56.000
the wake level morning and then select only further really good creators and that would be like,

521
00:37:56.000 --> 00:38:01.120
you charge five or $10,000 and you really get them set up or you basically flip the other way,

522
00:38:01.120 --> 00:38:06.240
go premium. Um, and then it's all based on like basically media arbitrage for you just running tons

523
00:38:06.240 --> 00:38:10.640
and tons of ads, um, to get people into the platform and you just know what your average revenue per

524
00:38:10.640 --> 00:38:16.160
per platform users. Perfect. Thank you. So this guy obviously has multiple businesses and he's,

525
00:38:16.160 --> 00:38:20.400
you know, sitting, he's doing the cardinal sin of chasing multiple rabbits or more particularly

526
00:38:20.400 --> 00:38:24.320
many women in the red dress. That being said, I still wanted to help. And so he wants to build a

527
00:38:24.320 --> 00:38:28.080
software company. If that's really what he wants to build, then he's got to go all in because

528
00:38:28.160 --> 00:38:32.160
if SAS is one of the most, if not the most competitive space that's out there, I guess now there's AI,

529
00:38:32.160 --> 00:38:37.520
but SAS is still competitive. Everybody your competing against has is typically very well funded

530
00:38:37.520 --> 00:38:42.400
and also very smart. And so they are going to have significant advantage. And so if you think that you

531
00:38:42.400 --> 00:38:47.600
can split your attention and still beat them, it's a tall order, right? And so for him, my whole goal

532
00:38:47.600 --> 00:38:50.720
is that at least he had clarity on what he needs to do so that hopefully he can get that business

533
00:38:50.720 --> 00:38:54.960
up and running as fast as possible so that he can basically shut off the other things and go all in.

534
00:38:55.600 --> 00:39:00.560
Hi Alex. Hello. Alex, you can call me Alex Rodriguez. And from Puerto Rico.

535
00:39:00.560 --> 00:39:03.200
Yeah, from Puerto Rico. So I'm a music attorney.

536
00:39:03.200 --> 00:39:05.200
Avogado. Avogado. Correto.

537
00:39:05.200 --> 00:39:11.200
In the music and the entertainment. Yeah. So what we do is we have Mark and Strain is focus.

538
00:39:11.200 --> 00:39:18.720
Yeah, you think? Okay. I have. So at least you said it. Yeah. So we have three businesses.

539
00:39:19.680 --> 00:39:24.240
So basically it's three businesses. Yeah. But today thanks to Ed and Sami, we got

540
00:39:25.600 --> 00:39:31.760
much much more clear on what we should do. But I would like to know how would you think about

541
00:39:31.760 --> 00:39:38.880
this? Because the law firm side, it's growing 20% year over year without me actually doing anything,

542
00:39:38.880 --> 00:39:45.520
just redirecting people that come to me through my law firm. And right now it's about a hundred

543
00:39:46.480 --> 00:39:52.880
K. And then we have the educational side and that is making 200 K. And then it's been stuck

544
00:39:52.880 --> 00:39:57.120
like that in the last two years. Sure. And we're building new customers from organic?

545
00:39:57.120 --> 00:40:01.200
Yeah, both are organic. Okay. So if you don't have money to pay us as a lawyer,

546
00:40:01.200 --> 00:40:08.800
you go to the educational platform. And we are developing a contract automation software for

547
00:40:08.800 --> 00:40:15.920
big companies like major labels or publishing companies. So right now the product

548
00:40:15.920 --> 00:40:21.760
are software or go with the software is to sell. We are seeing that other that big music companies

549
00:40:21.760 --> 00:40:27.040
are buying tech. Yeah. So specific for them. Sure. So they're doing everything manually. We want

550
00:40:27.040 --> 00:40:33.360
to sell that. But we have a cash flow problem because we're selling to people without a lot of

551
00:40:33.360 --> 00:40:40.160
money and their service size does make money. So our problem is where should we focus?

552
00:40:40.160 --> 00:40:48.240
Yeah. But what's monthly trend right now? On the software. We got a hundred people and we only

553
00:40:48.240 --> 00:40:51.920
have 40 active right now. And how long you been doing it? In the first year. So you've

554
00:40:51.920 --> 00:40:57.280
retained 40% are they actually active though? So they're paying. The people that are active are

555
00:40:57.280 --> 00:41:03.280
paying three thousand dollars per year. And they're only like four. Four? Four that are paying

556
00:41:03.280 --> 00:41:07.360
three thousand. And then what are the other thirty-sixth paying? I'm paying six hundred per year.

557
00:41:07.360 --> 00:41:10.880
Okay. Got it. He has a very classic problem which is that you're good at doing something and you

558
00:41:10.880 --> 00:41:14.720
have two very different avatars. And if you continue down either direction you ostracize the other.

559
00:41:14.720 --> 00:41:19.200
So he's actually at the product-size stage. So he's 10 to 20 employees between the three companies,

560
00:41:19.200 --> 00:41:23.760
the three companies that he has. And so the issue that he has to have is he's got a niche down.

561
00:41:23.840 --> 00:41:28.800
Qualfa leads are too expensive and the capacity to advertise. That's fundamentally his big issue.

562
00:41:28.800 --> 00:41:32.640
Right. And so he's getting he's got too many different customers. So we have to niche down his

563
00:41:32.640 --> 00:41:37.760
his advertising and basically message the new offer which for him was going to be the education

564
00:41:37.760 --> 00:41:42.000
and the software. And so the million dollar question for him which is what forced me to say I think

565
00:41:42.000 --> 00:41:46.880
that it made sense was and this isn't this is rare for me. But it was for him to go down market

566
00:41:46.880 --> 00:41:50.480
which means to go for the smaller customer that's more numerous. Most of the time you want to go

567
00:41:50.480 --> 00:41:54.400
out market and that's because those customers can afford to pay you like sell to the rich,

568
00:41:54.400 --> 00:41:58.160
you know rich people pay better, solve their problems, that type of stuff. I'm always always in

569
00:41:58.160 --> 00:42:03.040
that direction. But because he said that 40% of his customers basically right off the onset we're

570
00:42:03.040 --> 00:42:07.440
still paying him a year later to me that's fairly compelling that he's found some sort of product

571
00:42:07.440 --> 00:42:14.800
market fit. And so in hearing that I thought okay well best in class is like 60 plus percent

572
00:42:14.800 --> 00:42:19.600
in your retention for a consumer prosumer type product which is where he was at which is

573
00:42:19.600 --> 00:42:23.200
musicians who like want to make it in business but aren't that big yet. So to me that'd be a

574
00:42:23.200 --> 00:42:27.840
prosumer somebody who's you know a little bit of above a consumer kind of business E oriented

575
00:42:27.840 --> 00:42:32.080
side gig ish right. And so the good news is there's lots of them. The other good news is that there's

576
00:42:32.080 --> 00:42:35.440
new ones that get minted every day and it's a growing market. So all those things are in his favor

577
00:42:35.440 --> 00:42:39.040
which is again these are some of the reasons I like that. The other piece is that some of the old

578
00:42:39.040 --> 00:42:42.960
businesses going after I think though they are big I think they're going to have trouble over the

579
00:42:42.960 --> 00:42:47.600
next years with the AI stuff like I think they'll have a hard time pivoting and so I would be

580
00:42:47.680 --> 00:42:52.000
at least I would second guess going all in there not so you can't I would just really consider it.

581
00:42:52.560 --> 00:42:58.080
Now the other piece of why I like this is that if he can move his revenue attention up at the 12

582
00:42:58.080 --> 00:43:02.800
month mark then he has something that we'll just keep growing year over year over year because

583
00:43:02.800 --> 00:43:07.200
getting those customers is not hard keeping them is hard but if he can keep them then he can probably

584
00:43:07.200 --> 00:43:11.120
blow the doors off this thing especially if the education can offset his cat or cost you

585
00:43:11.840 --> 00:43:18.400
okay so I think we chat about this last night so you have a there is no right answer but there

586
00:43:18.400 --> 00:43:24.000
is a path that you have to pick and so either you're going to be enterprise company and you're

587
00:43:24.000 --> 00:43:29.680
going to build only for that and I would say like you probably will just transact on the education

588
00:43:29.680 --> 00:43:34.640
side in order to fund this I in general don't like this plan but you could do this because you'll

589
00:43:34.640 --> 00:43:38.800
be split attention and this is fundamentally why people raise money and software so they can

590
00:43:38.800 --> 00:43:42.080
just focus on one customer the whole time both the product and then actually get its work okay

591
00:43:42.080 --> 00:43:47.440
that's that because you said that you're retaining 40% in basically a

592
00:43:49.840 --> 00:43:54.720
prosumer-ish market which is where you're at I would be inclined to say that you probably are

593
00:43:54.720 --> 00:44:01.760
pretty close to a decent product so you probably have nailed something there because keeping 40%

594
00:44:01.760 --> 00:44:08.160
of people one year later on you know whatever it is for musicians that you guys have for contracts

595
00:44:08.160 --> 00:44:14.560
and whatnot you could absolutely go all in on that and get that to like 50 or 60% and then

596
00:44:14.560 --> 00:44:19.040
you just need to have a different acquisition system so you probably just need to go spend money

597
00:44:19.040 --> 00:44:25.040
acquiring customers and that already cash flows because of the education side and are the people

598
00:44:25.040 --> 00:44:29.680
who are still paying you on the software also education customers are now they usually come from

599
00:44:29.680 --> 00:44:35.840
the education or from my legal services as well yeah so I have some clients that be 80% of the

600
00:44:36.000 --> 00:44:40.640
million dollar question the million dollar question is if they stop the education do they keep

601
00:44:40.640 --> 00:44:45.280
paying for the software yes because it's a one time well then that's what what you mean the software

602
00:44:45.280 --> 00:44:50.480
is one time no the education well then okay they just pay and they're going to use the software

603
00:44:50.480 --> 00:44:54.400
as long as they so the only thing that we're solving for is revenue retention on the software

604
00:44:54.400 --> 00:44:59.680
and so like enterprise in and of itself is not more valuable than lower market it's just that

605
00:44:59.680 --> 00:45:04.800
tends to be stickier which is what makes it more valuable but if you can get a larger marketplace

606
00:45:04.800 --> 00:45:09.840
easier to acquire customer to stick as well as a large enterprise customer you've got a gold

607
00:45:09.840 --> 00:45:15.280
mine if that's true and so if you want to go spend money acquire customers with the education

608
00:45:15.280 --> 00:45:19.680
or media as your liquidation and then get you know 100% like but the goal that you guys should have

609
00:45:19.680 --> 00:45:24.960
is like we don't care at all about the education all of your focus all the profit goes into just fixing

610
00:45:24.960 --> 00:45:29.920
one number which is that you need to look at m12 some month 12 retention and just say like okay we're

611
00:45:29.920 --> 00:45:35.120
at 40 how do we get to 60 and then how do we get to 70 and that's all you're solving for because if

612
00:45:35.120 --> 00:45:38.640
you solve that then the thing will just keep growing and that's the beauty I mean that's fundamentally

613
00:45:38.640 --> 00:45:42.640
the beauty of software once you get it right is that it just keeps growing thank you yeah

614
00:45:44.400 --> 00:45:48.880
and so for me that was I thought the higher likelihood path and also because you already knew how

615
00:45:48.880 --> 00:45:54.160
to get those customers whereas getting Sony and some of these large brands could be significant

616
00:45:54.160 --> 00:45:58.000
more difficult and so for me I saw that was like I think that's the direction that has a higher

617
00:45:58.080 --> 00:46:05.920
likelihood of succeeding given their goals. Infinite banking, insurance, you have 29 agents and

618
00:46:05.920 --> 00:46:12.400
you're needing to decide whether you need to be the face and get customers to feed your agents

619
00:46:12.960 --> 00:46:18.560
or you should go all in on getting more agents and teaching them how to do lead gen.

620
00:46:18.800 --> 00:46:29.680
Yes cool um yeah so do the second one do the second yeah yeah it's significantly a higher

621
00:46:29.680 --> 00:46:35.520
leverage so basically so think about this is what what problem do you want to solve so either you say

622
00:46:35.520 --> 00:46:41.120
I want to become a like you want to keep growing your brand top of funnel so that you just have more

623
00:46:41.120 --> 00:46:44.400
and more people are interested in infinite banking and then you have all these agents that you pass

624
00:46:44.400 --> 00:46:48.560
it off to so that they can you know basically transact and own the relationship so that's like

625
00:46:48.560 --> 00:46:54.800
option one um that is I would say the lower risk path because you're already doing that today and so

626
00:46:54.800 --> 00:46:59.360
how many how many is it on Instagram that you do your stuff or yeah all on meta and YouTube okay

627
00:46:59.360 --> 00:47:08.160
and we're getting what's your followership from that 15,000 subscribers on YouTube and 12,000

628
00:47:08.160 --> 00:47:14.320
followers on Instagram and 6000 on Facebook yeah and what percentage of the leads come from that

629
00:47:14.320 --> 00:47:22.240
stuff first is whatever you're doing person 15% come from online and okay where's the rest come from

630
00:47:22.240 --> 00:47:26.880
the rest of it comes from referrals and networking and dude get agents I don't even know what we're

631
00:47:26.880 --> 00:47:31.360
talking about for sure get agents go get agents yeah I thought I thought it was like you were 60,

632
00:47:31.360 --> 00:47:37.600
70% of the business is coming from from your organic no most of it's coming from for sure that

633
00:47:37.600 --> 00:47:41.760
and then the challenge with the agents that we originally it was called me teaching people

634
00:47:41.760 --> 00:47:46.320
and do that how to go go out there and get business go network go join B&I Chamber of Commerce

635
00:47:46.320 --> 00:47:50.400
whatever that's what worked for me and then we would get good people that were like hey I don't

636
00:47:50.400 --> 00:47:55.360
have any network so I said all right and they asked where with leads were and I said all right so

637
00:47:55.360 --> 00:48:00.480
let me go create leads and we started calling business owners because that's who I was selling

638
00:48:00.480 --> 00:48:04.720
too but they were not showing up and they weren't really busy whatever we were offering was in

639
00:48:04.720 --> 00:48:09.600
whatever then I reread $100 million offers and $100 million leads and I looked at the value

640
00:48:09.600 --> 00:48:14.080
equation I said the best value I can give is to real estate investors so let me go get real estate

641
00:48:14.080 --> 00:48:19.280
investor leads and then we're calling them all day long and the people that I'm hiring don't

642
00:48:19.280 --> 00:48:23.680
know how to communicate with them properly so the only they end up just setting appointments and

643
00:48:23.680 --> 00:48:29.040
then they hand them back off to me okay and they're good but I think it comes down to recruiting

644
00:48:29.040 --> 00:48:34.240
people want leads the first quote word or good leads yeah if you say you have to go generate your

645
00:48:34.240 --> 00:48:39.200
leads they might go look at somewhere where they give them leads so we started giving people leads

646
00:48:39.200 --> 00:48:45.600
so we make an offer to recruit that's good well I think that one is you could probably just take

647
00:48:45.600 --> 00:48:49.920
the existing brand that you have and just be more deliberate about the call to actions that you make

648
00:48:49.920 --> 00:48:54.720
and because like if you talk about high-level insurance stuff that's going to track both people

649
00:48:54.720 --> 00:49:00.000
who want to learn more about insurance but many of those people will be agents yes and so I think if

650
00:49:00.000 --> 00:49:05.120
you basically alternate the CTAs you'll be able to basically I don't want to say chase you but you

651
00:49:05.120 --> 00:49:09.360
know both but in some ways you kind of can double dip here because as long as the content strategy

652
00:49:09.360 --> 00:49:12.480
fundamentally doesn't really change you're just changing really the call to action then you can

653
00:49:12.480 --> 00:49:17.040
kind of get a little bit of the best of both but I do think that the big thing that you need to crack

654
00:49:17.040 --> 00:49:22.560
is teaching them to generate their own like that is a hundred like that's the limiter of your

655
00:49:22.560 --> 00:49:26.720
business right so you need to bring them on and you need to have the training system to get to

656
00:49:26.720 --> 00:49:31.040
reliably get them to self-generate like that's it like that's what you have to do if you do that

657
00:49:31.760 --> 00:49:36.480
this guy's the limit and the 20 people that we have at a 29 that are just simply coming in

658
00:49:36.480 --> 00:49:41.440
and cold calling real estate investors all day yeah right now that are setting up an insane amount

659
00:49:41.440 --> 00:49:46.480
I think your offer is not great so I'm going to join with that but all those people now I

660
00:49:46.480 --> 00:49:50.560
get to go teach them I just teach them how to code call well they already are cold calling right

661
00:49:50.560 --> 00:49:54.240
huh they already are cold calling now okay well they're coming in I'm teaching them a cold call

662
00:49:54.240 --> 00:49:59.360
that's fine rather than coming in teaching them to go shake hands and kiss babies you want to

663
00:49:59.360 --> 00:50:02.640
teach them the highest efficiency strategy for getting customers so whatever that is so you can

664
00:50:02.640 --> 00:50:06.560
just like whatever your method is that you think them highest percentage people will succeed with

665
00:50:06.560 --> 00:50:10.160
that's what you teach cool so whether it's shake hands and kiss babies or it's cold calling

666
00:50:10.720 --> 00:50:15.920
whatever or a combo of both yeah or a combo of both either way is fine um but like fundamentally

667
00:50:15.920 --> 00:50:19.920
like look at the biggest insurance companies in the entire world they are that big for a reason

668
00:50:19.920 --> 00:50:24.960
and almost all of them they just they they are recruiting machines right like that's where

669
00:50:24.960 --> 00:50:27.600
fundamentally because like they're not a supply constrained business like you can sell as much

670
00:50:27.600 --> 00:50:31.120
as insurance as you want right like you're not supply constrained yes right like you're just

671
00:50:31.120 --> 00:50:35.440
a man constrained yes so you just got to get guys and then put the system in place so that they

672
00:50:35.440 --> 00:50:40.720
learn how to sell and then that's the business all right all right thank you appreciate you yeah

673
00:50:41.280 --> 00:50:46.240
this is why there's higher leverage of him getting lead getters than him getting leads so this is

674
00:50:46.240 --> 00:50:52.640
the leads book 175 so right now he's in scenario one which is that he is getting leads right he's

675
00:50:52.640 --> 00:50:58.080
getting customers and he's sending those leads to his agents to close right look at a much higher

676
00:50:58.080 --> 00:51:02.560
leverage move let's go to scenario three where he spends the same amount of time advertising

677
00:51:02.560 --> 00:51:07.200
but every time he's getting lead getters and so every month he's getting more agents into the

678
00:51:07.200 --> 00:51:12.480
business and each of those agents are now getting money now it's the same level of effort for him look

679
00:51:12.480 --> 00:51:17.120
his line is still the same he's still working the same amount every day same amount every day

680
00:51:17.120 --> 00:51:22.560
but here he's got these new nodes that are generating business for him and so if you add up all of

681
00:51:22.560 --> 00:51:28.480
this these are all the extra customers that he's gotten just from this level of effort and so this

682
00:51:28.480 --> 00:51:33.600
has far higher leverage than this does which is why I recommended that he start making CTAs in his

683
00:51:33.600 --> 00:51:38.240
content to both continue to generate because I don't want to kill the business continue to generate

684
00:51:38.240 --> 00:51:43.040
his normal leads but also make it clear for agents if they want to join him and gain access

685
00:51:43.040 --> 00:51:47.280
some of the leads that he has that he can come in he can train them and he can show them how to

686
00:51:47.280 --> 00:51:53.600
get the leads on their own which he can benefit from my name is Mike Nathan I sell cellular therapy

687
00:51:53.600 --> 00:52:01.040
in home to the old affluent injured probably an athletic we're new but we've got a million dollars

688
00:52:01.120 --> 00:52:08.720
revenue half an EBITDA we would like to get the 25 million in home or in home okay got it

689
00:52:08.720 --> 00:52:13.520
consider mobile health care okay is it like guide drives out or is it you sending machines

690
00:52:13.520 --> 00:52:19.920
our end drives out gives you an IV infusion in your home okay got it I'm like to get the 25

691
00:52:19.920 --> 00:52:24.480
million we're built to be bought we want to exit so we think we're on the cutting edge of this

692
00:52:24.480 --> 00:52:29.600
what's stopping us is my team is awesome all right great and from the NFL it's a lot of

693
00:52:29.600 --> 00:52:38.160
everybody we have great business to doctor B2B sales experience zero B2C experience and that

694
00:52:38.160 --> 00:52:43.360
playbook we're learning is wildly different we have no idea what we're doing yeah so what

695
00:52:43.360 --> 00:52:50.080
stops you from just doing way more of the doctor stuff it doesn't it doesn't quite pay as well

696
00:52:50.080 --> 00:52:55.680
meaning we have people that knock on doors to orthopedic surgeons who are looking for patients

697
00:52:55.680 --> 00:53:02.320
with alternatives to surgery PT powerpractors it's a lot of effort and there's some that are

698
00:53:02.320 --> 00:53:07.440
going to refer to you and some that just will not yeah so that's our constraint in a one-marble

699
00:53:07.440 --> 00:53:14.480
in the twin cities it's a one-market play we know there are more people looking for the solution

700
00:53:15.440 --> 00:53:21.760
so we want to understand what the B2C is if we go to then Dallas Philly L.A. as we try to scale it

701
00:53:22.480 --> 00:53:26.880
work in vents it needs to be a ROI then maybe what we're doing right now well what do you do so

702
00:53:26.880 --> 00:53:31.360
you're making 50% margins right so what's the cost to acquire a physician

703
00:53:32.320 --> 00:53:38.160
cost acquiring a physician who refers to business cost of acquiring a affiliate it's often

704
00:53:38.160 --> 00:53:43.840
time just it can be a physician so we don't track it that way but it's um $500 okay so cost

705
00:53:43.840 --> 00:53:50.080
you 500 and then what does the average physician refer to you in a year uh six thousand

706
00:53:50.080 --> 00:53:54.880
okay so I mean you're getting 12 to one there and you already know how that works so like what

707
00:53:54.880 --> 00:53:59.600
stops you from doing 10 times more of that oh we you're saying they don't pay well but that's

708
00:53:59.600 --> 00:54:03.520
part of them not sure because you're getting 50% more one through the woods and hit all the people

709
00:54:03.600 --> 00:54:08.960
that are going to refer us the numbers not amazing or at least I just know there's more there I assume

710
00:54:08.960 --> 00:54:13.760
there's more there's got to be more than uh you know the 200 people we've hit and uh like you

711
00:54:13.760 --> 00:54:18.800
mean you've only really talked to 200 in terms of like reach outs and and you have 200 you signed

712
00:54:18.800 --> 00:54:22.400
up as a philly it's kind of I don't know the number off the top of my head but it's in it's in the

713
00:54:22.400 --> 00:54:31.040
hundreds less than a thousand of B2B PT chiropractors orthopedic surgeons we've done that in the twins

714
00:54:31.120 --> 00:54:37.520
and the super small people that have given us has been some give four five and six some give zero

715
00:54:37.520 --> 00:54:42.480
yeah do you have an active affiliate manager who's like regularly reminding them yeah so with

716
00:54:42.480 --> 00:54:46.800
so the the way that I think about affiliates is um it's basically a second tier of customer

717
00:54:47.520 --> 00:54:51.600
and so you need to have somebody who's regularly kind of like stoking the affiliate fire to keep

718
00:54:51.600 --> 00:54:56.400
them activated and continue to get them to continue to refer business so I'll give you an

719
00:54:56.400 --> 00:55:02.800
example so there was a roofing company for it was a restoration company um they had one star

720
00:55:02.800 --> 00:55:07.360
star salesman and all he did was he'd go around to other tradesmen and get them to refer them

721
00:55:07.360 --> 00:55:12.720
business and so they would get a thousand bucks to refer the restoration business business

722
00:55:12.720 --> 00:55:18.880
but the sales guy got five hundred for every time they referred and so that guy all day long was

723
00:55:18.880 --> 00:55:22.960
knocking on doors walking in the front door with donuts asking them how they're doing bringing coffee

724
00:55:23.040 --> 00:55:28.560
to the guys and then reminding them that they existed and that's all he did and so I think you

725
00:55:28.560 --> 00:55:33.360
were getting you're getting you're you're doing the hardest part which is getting them to refer you

726
00:55:33.360 --> 00:55:38.400
just didn't have the the consistent referrals because if you had 200 active affiliates who were

727
00:55:38.400 --> 00:55:43.840
consistently referring to business and most of these physicians you know especially like GPs

728
00:55:43.840 --> 00:55:49.120
things like that like I mean they see thousands of patients and many of them could probably benefit

729
00:55:49.120 --> 00:55:54.560
from the services you have and so the activation is both getting them to refer consistently but also

730
00:55:55.280 --> 00:55:58.960
percentage of customers that they see that they refer to you so it's kind of both sides of it

731
00:55:58.960 --> 00:56:02.800
and so I think that the missing link with what you were already doing was just that the you didn't have

732
00:56:02.800 --> 00:56:07.200
basically the continuous affiliate marketing strategy to get them to keep sending you business

733
00:56:07.840 --> 00:56:12.240
so that's probably like right now today I would fix that first because you already have the acquisition

734
00:56:12.240 --> 00:56:16.000
system you already have the network and so for me like reactivating that affiliate base would be

735
00:56:16.000 --> 00:56:22.560
the first thing that I did so this gentleman is using B2B outreach to get physicians and therapists

736
00:56:22.560 --> 00:56:28.560
to refer him business now that part of what he was missing is if you go to 240 in the leads book

737
00:56:28.560 --> 00:56:34.960
which is the affiliates chapter I talk about the launch and integrate model and so basically right

738
00:56:34.960 --> 00:56:39.120
now he actually was missing both of those so launch is like you want to do some sort of big promotion

739
00:56:39.120 --> 00:56:43.200
with them so that you get to all their customers now they were giving him like a trial customer and

740
00:56:43.200 --> 00:56:48.560
he was basically not getting any customers beyond that and so if he's acquired 200 affiliates and

741
00:56:48.560 --> 00:56:52.640
each of them is sending one customer it's because he's he's basically not following up with the

742
00:56:52.640 --> 00:56:56.960
test that they're making like imagine if you you know if you have a business and you have customers

743
00:56:56.960 --> 00:57:00.400
someone says taking you from your business you might be like I'll send you one and I'll see what

744
00:57:00.400 --> 00:57:05.440
they say right but it's a trial and so basically you have to think about getting these affiliates on

745
00:57:05.440 --> 00:57:10.080
board is like a trial but to convert the affiliate into an activated affiliate right and so

746
00:57:10.240 --> 00:57:14.400
launch is step one which is that okay maybe you succeed with the trial and then you propose hey

747
00:57:14.400 --> 00:57:18.720
let's do with some big campaign to send a lot of your customers over and then you can make money we

748
00:57:18.720 --> 00:57:23.440
can make money everybody's happy but the long-term goal is full integration right which is at what

749
00:57:23.440 --> 00:57:28.480
point in your process can we integrate our business so that what you sell is merged with what we

750
00:57:28.480 --> 00:57:34.320
sell so that we don't have to do any extra work or remind you you just do it on your own the second

751
00:57:34.320 --> 00:57:37.680
thing maybe because you might just reactivate the base and all of a sudden you're like I got 200

752
00:57:37.680 --> 00:57:43.280
guys for reframing business holy shit we're at 10 million but the second thing I would consider

753
00:57:43.280 --> 00:57:46.800
probably I would still probably focus most of my time on the B2B because you already have it

754
00:57:48.400 --> 00:57:51.680
but for this business I think that it lends itself for what's the price point?

755
00:57:51.680 --> 00:57:56.720
$6,000 a treatment per treatment okay wait so so the average doctor will send you

756
00:57:56.720 --> 00:58:00.640
$6,000 a patient per year when he said you'd cost you 500 they'll send you one patient

757
00:58:02.320 --> 00:58:06.960
interesting so do you have a process for once the patient get the thing calling the physician up

758
00:58:08.080 --> 00:58:13.680
so like I'm Dr. Smith I send you Sandy Sandy goes and gets that well you come to Sandy and

759
00:58:13.680 --> 00:58:18.480
Sandy gets the treatment is there a cycle where you call back me doctor Smith and say hey we

760
00:58:18.480 --> 00:58:23.920
just out with Sandy here's some of her stuff not in a medical term like we're not putting notes

761
00:58:23.920 --> 00:58:28.640
back in because it is private for sure yeah but but we do we ask for more referrals there's a circle

762
00:58:28.640 --> 00:58:35.440
back that way there's not a patient loop back okay that's not true sometimes that does happen

763
00:58:35.440 --> 00:58:40.800
excuse me yeah that's not systematized yeah I would systemize the hell out of that because it's

764
00:58:40.800 --> 00:58:44.800
like hey you just send me this person like let me close that loop for you she's awesome we did this

765
00:58:44.800 --> 00:58:50.320
thing she loved it by the way and then we have the you know the opening to the to the other like

766
00:58:50.320 --> 00:58:54.080
what customers are press we're sorry what patients did you see this week who you think it would be a

767
00:58:54.080 --> 00:58:59.120
good fit right and rather than saying do you have any it's which ones would be is the question

768
00:58:59.120 --> 00:59:04.480
small training stuff but it matters so I feel like there's so much on the B2B side that I don't

769
00:59:04.480 --> 00:59:09.120
see that that's probably where I'd be really not go after a B2C approach like advertising online

770
00:59:09.120 --> 00:59:13.920
going pushing it on a strategy on that it's not that I wouldn't it's that when I think about

771
00:59:15.360 --> 00:59:21.120
so this difference in like theoretical and actual like I would given given the fact that you

772
00:59:21.120 --> 00:59:26.720
like you're already running good margins on this thing basically doing it and take this the way

773
00:59:26.720 --> 00:59:31.920
I mean it completely unoptimized right right now right again I'm not this is not a slight

774
00:59:31.920 --> 00:59:37.760
um then I'm like there's so much juice left in this thing I don't want to now start something new

775
00:59:37.760 --> 00:59:42.480
it's like I barely got this one going I want to like crush this and when I when I'm like no we've

776
00:59:42.480 --> 00:59:46.320
like we follow up with every single person I've got a full-time affiliate manager you step by

777
00:59:46.320 --> 00:59:51.280
our plates I'm calling for things but drops by the docs once a week just to remind us say nice

778
00:59:51.280 --> 00:59:56.240
things hey by the way like that is happening all the time and we've already covered like literally

779
00:59:56.240 --> 01:00:01.360
every single physician in the twin cities then I'm like okay let's go B2C but if we haven't completely

780
01:00:01.360 --> 01:00:05.520
squeezed the hell out of this thing and it's already working at the level it is right now with like

781
01:00:06.080 --> 01:00:10.640
is you're like you're only getting one patient per doc it's like so yeah so you getting B2B

782
01:00:10.640 --> 01:00:14.080
customers the same is getting one B2C customer I understand why you'd be frustrated because you'd

783
01:00:14.080 --> 01:00:17.680
be like well fucking I'll just fucking I could sell one customer on my own without having to deal

784
01:00:17.680 --> 01:00:23.520
with the doc but the whole point is that like I want them to be sending 2050 a month and they can

785
01:00:23.520 --> 01:00:28.720
because they have the volume and I think that first one has to be like a beautifully choreographed

786
01:00:28.720 --> 01:00:33.600
experience because that first patients the test run for them for you right they'll refer you

787
01:00:33.600 --> 01:00:39.200
one and we'll see what happens right and so one it's like Sandy's got to be blown away right she's

788
01:00:39.200 --> 01:00:43.040
got to come back and be like oh my god that place was amazing and then you also have to go back to

789
01:00:43.040 --> 01:00:47.040
the doc and be like we blew Sandy away by the way um and so I think you have to tackle it from both

790
01:00:47.040 --> 01:00:52.720
sides okay that's what I would do getting into the ad side you absolutely could do it and we can

791
01:00:52.720 --> 01:00:58.640
walk through some you know a whole strategy there but I if we swap places that's where I would

792
01:00:58.640 --> 01:01:04.560
be folks if you were going to try to expand into other major metros in the next 18 months yeah would

793
01:01:04.560 --> 01:01:10.000
you would you have the B2C sorted out before you went to the next market or would you honestly no

794
01:01:10.000 --> 01:01:15.280
if I crush my B2B play then I just run my B2B playbook and it B2B playbook in a new market like

795
01:01:15.280 --> 01:01:20.560
once I find something that works I just want to just do more yeah pillage right on thank you yeah

796
01:01:21.280 --> 01:01:26.160
now if you if there's no way to do that integration which there always is but if for some reason

797
01:01:26.160 --> 01:01:29.440
you have limited beliefs about the world what you can do is basically you have to pay affiliate

798
01:01:29.440 --> 01:01:33.760
managers to consistently kind of like account reps and so they manage the relationship with

799
01:01:33.760 --> 01:01:38.080
the affiliate to remind them that you exist and remind them to promote your stuff and so if you

800
01:01:38.080 --> 01:01:41.760
have a handful of good affiliates they can be worth their weight in gold because each of these

801
01:01:41.760 --> 01:01:48.000
business owners is is advertising on your behalf and so if he has 200 businesses which is what he

802
01:01:48.000 --> 01:01:53.040
said I mentioned harnessing the horsepower of 200 businesses advertising enforcing it through

803
01:01:53.040 --> 01:01:57.840
one well if you have that he's easily going to hit his 25 million dollars in sales he just needs

804
01:01:57.840 --> 01:02:02.480
to activate and better use the resources that he has that is supposed to right now and on top of

805
01:02:02.480 --> 01:02:06.400
that he's already really profitable we sit on the model works we just have to do more of it I'm a

806
01:02:06.400 --> 01:02:12.640
father single father I got two boys here and oh my name is DJ Kerstofferson there we go I sell

807
01:02:12.640 --> 01:02:17.040
people to people I'm restarting my virtual staffing company and we're currently at zero revenue

808
01:02:17.120 --> 01:02:21.280
it's just a matter of getting started okay and so we're really confident in that my question is

809
01:02:21.280 --> 01:02:28.160
on a more of a personal one so I'm a single father in a serious relationship and she's not a

810
01:02:28.160 --> 01:02:33.280
business person at all very sweet and supporting but what would you say would be some things to

811
01:02:33.280 --> 01:02:39.440
prepare her for when it comes to your spouse or not spouse your partner is my partner I mean

812
01:02:39.440 --> 01:02:43.040
she doesn't live at the house yet she's it's long distance but it's coming together but it's

813
01:02:43.040 --> 01:02:51.040
getting really serious okay preparing her for being married to a a type a I think you should

814
01:02:51.040 --> 01:02:57.360
give her a try before you buy yeah seriously how do you mean so fly out spend two weeks with me I'm

815
01:02:57.360 --> 01:03:01.120
not going to cater to you I'm going to live my life yeah if the way that I live my life the way

816
01:03:01.120 --> 01:03:06.000
this works this is how it's going to be if you like that let's rock and roll if you don't I don't

817
01:03:06.000 --> 01:03:14.000
want to change yeah that's true that's perfect no I love it that's great

818
01:03:17.440 --> 01:03:23.600
crushed it I see the most important relationship that you have as you with your goals because your

819
01:03:23.600 --> 01:03:29.200
goals are really just a reflection of yourself and so I don't want to I especially if I were single

820
01:03:29.200 --> 01:03:33.200
I wouldn't want to sacrifice my relationship with myself essentially for someone else the

821
01:03:33.200 --> 01:03:39.680
recommendation that I gave was what I would give myself which is be you and if the way that you

822
01:03:39.680 --> 01:03:43.760
want to live to maximize the likely that you do what you want to do with your life is this way

823
01:03:43.760 --> 01:03:47.440
then rather than try and compromise for both people don't get what they want try and see if there's

824
01:03:47.440 --> 01:03:51.520
somebody who actually just like really loves the way you live that felt like the easiest first step

825
01:03:51.520 --> 01:03:56.080
is like just have her come out and just don't accommodate like live the way you'd want to live

826
01:03:56.080 --> 01:04:01.360
and if she's thrilled about living that way then you have a very high high chance of this thing

827
01:04:01.360 --> 01:04:05.280
working out because you have little effort you're not pretending to be someone you're not you're

828
01:04:05.280 --> 01:04:10.160
not putting on a show you're just being you and if being you is enough that she stoked then you

829
01:04:10.160 --> 01:04:16.560
probably have a good life ahead of you now if she comes out and it's not the case then at least

830
01:04:16.560 --> 01:04:20.320
you didn't have to wait two years to find out after you both stopped acting that this is how you

831
01:04:20.320 --> 01:04:26.160
really are and so I see the goal as how do I get as far forward in the relationship as possible

832
01:04:26.160 --> 01:04:30.480
of what would it look like if neither of us acted and then let's just behave that way and if it still

833
01:04:30.480 --> 01:04:32.480
works that feels pretty good